Messeerfolg bewerten Book by Tobias Lorenz - Bookswagon
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Messeerfolg bewerten

Messeerfolg bewerten


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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule für Angewandte Wissenschaften Neu-Ulm; früher Fachhochschule Neu-Ulm, Veranstaltung: Vertriebsseminar, Sprache: Deutsch, Abstract: Auch dieses Jahr meldet die Deutsche Messe AG für die CeBit 2005 in Hannover wieder gestiegene Ausstellerzahlen, stabile Besucherzahlen sowie einen steigenden Anteil an Fachbesuchern. Auch die Automechanika 2004 in Frankfurt am Main meldete ein Plus bei Ausstellern und Besuchern und titelte die Messe in ihrem Bericht als "die beste Automechanika aller Zeiten" Die hohe Beliebtheit bei Besuchern und Ausstellern sowie das öffentliche Interesse an Messen scheint nach wie vor vorhanden zu sein. Nach einer kurzen Talfahrt in 2002 und 2003 mit sinkenden Besucher- und Ausstellerzahlen auf den deutschen Messen scheint das Marketing-Instrument Messe eine Renaissance zu erleben. Hierfür spricht auch die jüngste Werbeklima-Studie 2005 der GfK in Nürnberg, wonach die Marketingverantwortlichen in den Unternehmen in diesem Jahr soviel in Messen investieren wollen, wie schon lange nicht mehr. Durchschnittlich soll das Messebudget in 2005 um 7,1% höher ausfallen als in 2004. Aber lässt sich diese positive Entwicklung für alle Messen pauschalisieren? Welche Ziele verfolgen die Unternehmen mit ihrer Messebeteiligung? Wie erfolgt die Auswahl der richtigen Messe? Auf diese Fragestellungen sowie Methoden und Instrumente zur Messung der Messeeffizienz geht die vorliegende Arbeit ein. Hierbei soll die Auswertung von Messeergebnissen sowie die Kontrolle der Zielerreichung im Vordergrund stehen. Weiterhin wurde im Rahmen der Arbeit eine empirische Befragung von mittelständischen Unternehmen, großteils aus dem süddeutschen Raum, vorgenommen und ausgewertet, um eine Einschätzung der Messeaktivitäten von Unternehmen und Nutzung der Messeerfolgskontrolle treffen zu können.


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Product Details
  • ISBN-13: 9783638742047
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638742040
  • Publisher Date: 24 Aug 2007
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 159 gr


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